10 Associates Mirfield


The Graham & Brown brand has been gaining great momentum over the last few years, and with the wallpaper and paint ranges revamped and ready to launch in newly crafted designs and colours, the business felt it was the perfect time make a splash with a TV advertising campaign.

Our brief was to continue the momentum and build brand awareness further, all centred around the fact that their carefully curated range of wallpapers and paints have been specially made for each other (G&B – manufacturers).

The designers and trend team at G&B know that people are constantly looking for inspiration for their homes, that’s why each one of their individually designed wallpapers has a palette of 4 paint shades designed to match, giving their customers the confidence to make braver decisions when furnishing their homes.

So, the challenge to us, how do we bring this to life in an engaging, compelling and truly irresistible way?

The ‘Made for each other’ campaign provides an enchanted glimpse into someone’s world – The striking wallpaper creates a backdrop to a moment in time, where we join a lady basking in the wonder of her newly created sanctuary, where everything is perfectly partnered, creating a space of intrigue and excitement, with a sprinkle of unique G&B magic, style and whimsy.

The concept is versatile and applies to all of Graham & Brown’s wallpapers and paints meaning that the opportunities for these glimpses are endless.

We drafted in the skills of The Gate Films in Manchester to bring the vision and storyboards we created to life. The atmosphere and indulgence they created within the production meant we were delighted with the end result… working with live butterflies and bees made for an interesting shoot.

The concept comes to life in the form of a 30 second TV advert, which will air on Channel 4 throughout October as well as on video on demand, across social media and in home interest titles, in print.

The campaign increased web traffic by 18%.
There was a 15% increase in brand awareness following the airing of the advert.

“10 Associates took the brief and created a concept that really built on our work on the brand over the last two years. Healthy relationships are essential in all aspects of life, and we’ve worked with 10 for some time now, so maybe it’s not just Graham & Brown’s wallpaper and paint that are made for each.”

Alan Kemp, Head of Brand Marketing, Graham & Brown


Annual 2020 ShortlistMade for Each Other by Graham & BrownAdvertising: Digital Project featured: on 21st August 2020 Contributor:

10 Associates has been a Contributor since 25th November 2015.

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Made for Each Other by Graham & Brown